Whitepaper: Is my organization ready for social media?

Eye Spy

“We need a blog!” “We should be on Facebook!” Far too often, these are the first words that set an organization barreling down the road to participation in social media whether or not they’re actually ready. By focusing on the tools instead of the underlying strategy, many organizations have stumbled out of the social gate and ended up face-planting in full view of the curious public.

Not all social channels are created equal. There are varying degrees of risk and different levels of potential reward depending on how you use them. To help you get your head around what your organization can tolerate, this paper poses eight questions you need to ask yourself before you drag your organization down the road to social media participation.

Download the pdf here: Is My Organization Ready for Social Media?

Now the requisite shouts out:

This paper was drafted as part of my employer, non~linear creations‘, thought leadership series. That means it was written on their time, during holes in my billable schedule. It also means that I benefited from the design team’s delicate touch and the marketing team’s backing to get it out there. NLC’s leadership is also letting me make the paper available here for free with no strings attached. As such, if you like what you read and want to talk bid’ness with me, you’ll be talking to me while I wear my snazzy (but totally imaginary) NLC hat.

Next, I want to thank the Geek & Poke crew for generously allowing me to use a few of their hilarious comics to bring a little levity to the paper. As per the standard Creative Commons usage agreements, please remember that while their comics are spot on when it comes to supplementing my arguments, the G&P gang does not specifically endorse me, NLC or any of the points made in the paper.

I also want to give the maddest of props (that’s what the kids say, right?) to the folks who attended Acuity Forums‘ “Executing Social Media” conference in Toronto in March. This paper was adapted from the session I presented there and the feedback I received from the attendees, especially Lakehead University’s Tove Tronslien, went a long way towards bringing this paper to life.

Lastly, a huge thanks to my good buddy Dan Blouin. Dan was subject to the original, far rantier draft, and his input helped make this paper readable and at least semi-coherent.
Creative Commons License photo credit: *Zara


  1. Joe — excellent white paper. I have shared it around the office and will use it when trying to get clients to focus on goals first, then tools. Nice to have some paper to back up my “opinions”.



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